PPC Marketing Practice Assignment #3

PPC Marketing Practice Assignment #3

Creating A Retargeting Display Ad

Welcome to PPC Marketing Practice Assignment #3

Repeated info from other practice assignments: Please note that these practice assignments are different from your 1-on-1 real work experience assignments which will come after you are finished with your training videos as stated on our website. These practice assignments are designed to help you immediately get practice implementing what you’ve just learned in smaller, more manageable chunks rather than just expecting you to know how to set up a full campaign all at once. These practice assignments are strategically broken up into several parts and in step-by-step format so that we can tackle every aspect of setting up an effective campaign from the research phase all the way to the creation phase. By doing each of these practice assignments, you will now know how to get your digital marketing campaigns up and going in an effective and strategic way.

Doing these practice assignments are of course optional, but they are encouraged as this extra practice now will help you create better marketing campaigns for the 1-on-1 real work experience part of the program. Instructions on how to do each task, where to save your work, and examples so you can compare what you came up with vs. what I came up with so that you can assess how you did on this practice assignment will all be provided below. Please note that although I provide examples of the marketing content that I came up with in some of the practice assignments, there is no exact right way that your content should look like when it comes to marketing. So, you cannot expect your results to look exactly like mine. What is important is that you are implementing what I’ve taught you in the training videos and in the below practice assignment as this is all meant to help you create the best marketing campaigns possible.
Insert Your Work In the Below Link To Stay Organized
Joseph's Work Product For This Assignment (Use this to compare and contrast your work)

Hypothetical Company For This Assignment:

Repeated info from other practice assignments:

As with all practice assignments, you can use your own company, a company you’d like to work for, a made-up company in an industry you’re interested in, or you can use the hypothetical made-up Digital Marketing Agency I talk about below when completing each practice assignment. If you’re unsure which company to use for these practice assignments, using the made-up Digital Marketing Agency may be easiest for learning purposes as you’ll be able to compare and contrast your marketing content with the examples I provide which will be for a Digital Marketing Agency. The key thing is that you should use the same company throughout all of your practice assignments as the practice work you do on 1 practice assignment will be carried over and used in later practice assignments. 

Once again, for this practice assignment I want you to assume that the company you are creating ads for is a Digital Marketing Agency and they specifically focus on Social Media Marketing, Email Marketing, PPC Marketing and SEO Marketing. In PPC practice assignment #1, you were instructed to create 1 ad campaign going after high-purchase intent keywords and within that ad campaign, you were instructed to create 5 ad groups (Social Media Marketing, Email Marketing, PPC Marketing, SEO Marketing, and a Generic Ad group (for keywords like “Digital Marketing” that don’t indicate what area of marketing someone needs help with). In PPC Practice Assignment #2, you were instructed on creating a search ad for the Social Media Marketing ad group of your campaign. For this assignment, you will be creating a retargeting campaign and once again, within that retargeting campaign, you will create 5 ad groups (Social Media Marketing, Email Marketing, PPC Marketing, SEO Marketing, and a Generic Ad group (for people that went to your general “Digital Marketing” page rather than any specific area of digital marketing on your website) so that you can individually target people with the correct display ad that have gone to each of these individual pages on your website. For instance, if someone clicked on your Social Media Marketing ads thereby taking them to your website page that talks about your Social Media Marketing services, we of course want to retarget them with ads that talk about our Social Media Services as opposed to just generic ads saying we’re a Digital Marketing Agency or SEO Marketing Agency as we already know they are interested in our Social Media Marketing services since they went to that page on our website. Obviously, once you’re doing it for your company, you’ll create a display ad for each of these different services and have these retargeting ads go out to people based on which service they seem interested in by where they went on your website, but for this assignment, I’m just going to have you do it for the 1 ad group of Social Media Marketing.

Start of the Assignment

For this practice assignment, you are going to create a Retargeting Display Ad so that you know how to get your company back in front of people that have gone to your website regardless of where they are online. Remember, Google Display ads can show up anywhere on the Google Display Network which consists of millions of websites (these are websites that have opted in to allowing Google to show ads on them) as well as on apps that have opted into being part of Google’s Display Network. So, this allows you to get back in front of people so now you can hypothetically be running retargeting ads on social media platforms as well as on the GDN which allows you to get back in front of interested leads no matter where they spend their time online.

What You Will Do For This Practice Assignment

Step 1: Do Your Competitor Research

As stated time and time again throughout our program, you should NEVER create marketing materials from scratch. This is of course true for your search ads as well. Instead, you’ll want to first look at what your competitors are doing because they have likely spent a lot of money on their ads and are only using the ones that are performing the best at this point. Also, if they are your competitors, then that means they have the same target audience as you so if it’s working for them, then something similar will likely work for you too. 

How do you see what your competitors’ retargeting display ads look like?

1st, if you have any ad blockers on your browser, make sure you turn them off. Then, go to 5-10 of your competitors’ websites and click around on their website so that they think you are a potential customer. You may want to go to their checkout page if they have one or fill out a form on their website. The bottom line is you want their website to deem your actions to indicate that you’re a potentially interested person. If this company is running retargeting ads, you may now see these as you surf the web. 

Once you see a competitor’s display ad: 

    1. Right click on the ad so that you can “Copy Link Address”
    2. Take a screenshot of the display ad
    3. Then add both of these to the tab titled “PPC #3: Retargeting Display Ad” in your PPC Practice Assignment Spreadsheet (use the same spreadsheet from your other PPC practice assignments) as you will be using these display ads as guidance to make your own display ads.

You should also paste their ad’s “Link Address” that you copied as stated above into your web browser. This will allow you to see what their landing page looks like as your landing page should look similar to these as these have likely been tested extensively and you’ll likely see that a lot of these companies talk about very similar things on their landing pages and try to get people to convert in very similar ways so you should likely have something that is similar to your competition as well. Obviously the design of your landing page is going to be different as you are a different company, but you’ll likely want to talk about similar things and likely will have a similar lead magnet or method of getting people to take the next step (such as booking a call) on your landing page as your competitors. Remember, a good display ad merely gets people to your landing page. It’s now up to your landing page to convert these people into customers or at least leads so you don’t want to overlook the importance of your landing page as you don’t just care about getting people to your website. No, you want to get conversions and your landing page is a huge part of accomplishing this. Now, for this assignment, I don’t want you clicking on their ads as this costs those companies money and you don’t want to waste their budget since you aren’t a serious lead as that wouldn’t be cool. But, when you’re at a company, it’s very common for companies to do this once and save the URL so that you can simply go back to their landing page when you want without costing them money by clicking their ad.

Repeat the above process each time you come across a competitor’s display ad as this will give you more and more ideas for what your display ads should look like. 

Alternatively, if you aren’t seeing any of your competitors’ display ads, you could always repurpose and use some of your ads that are performing well on Social Media here in your Display Retargeting campaign. If these ads are doing well on social media, then they may do well here too in your Google display campaign. So this could be worth testing. 

Step 2: Create Your Audience Segments For Who You Want Your Retargeting Ad To Be Shown To

Since we’re seeing this Google Display Ad campaign to be a retargeting campaign, we want to make sure these ads are shown to people who have already interacted with your business in some capacity. These could be people that have: 

    • Clicked on 1 of your ads
    • Visited certain pages on your website
    • Signed up for a form on your website
    • Called you and given you their contact info 
    • Went in your store and gave you their contact info
    • And things of that nature

These retargeting ads are meant to either get these people who are already familiar with your company to purchase from you or at least help move them further along in your marketing funnel. Remember, people usually don’t convert on their very first visit to a company’s website. So, retargeting ads are super important in giving you more chances to get these people to take the actions you want (such as purchasing or becoming a lead so you can email market them). 

Since you are only creating a retargeting display ad for 1 of your ad groups here (the Social Media Marketing Ad group), the people you retarget as part of this ad group should only be people that have shown interest in those particular services. For example, this may be people that have: 

    • Visited your Social Media Marketing services page on your website
    • Ended up on a landing page after clicking on one of your Social Media Marketing services ad
    • Filled out a lead form for your social media marketing services
    • Booked a call for social media marketing services help
    • And things of that nature. 
Step 3: Designing Your Display Ad

As mentioned above, you should be looking at what your competition is doing to give you ideas of what your display ad should look like. If you don’t see any display ads from your competition, then you can always use a social media ad that is working well for you and use it as a display ad. 

If you decide to create a new ad from scratch, I once again recommend that you use Canva and you can simply type into their search bar, “Google Display Ad” and you’ll see a ton of templates pop up as you can see below. Then you can simply choose whichever template you like the best and you can then put in whatever content you want in there and change it to your liking. By using these templates, you’re getting a huge head start not having to design these from scratch and you don’t have to be a graphic designer in order to create something that looks great.

Branding
  • When creating your ads, try to use the same color scheme and font type for each of your ads. This is a key part of branding and we want to make sure that people are associating the ad with your company so that they keep getting a reminder of you at the very least. So you want to make sure that your branding stays consistent so that people can easily recognize your content because the more and more they see you, the more and more familiar and trusting they’ll become of your company. 
What should be in your Display retargeting ad creative?

Your retargeting ad creative for display ads MAY look a bit different from your social media retargeting ads for 1 primary reason. With Display ads, your ad is not going to be someone’s center focus as these ads are usually popping up on a website as someone is reading text on a website or on an app. Your ad is not center stage as it is with social media ads where it’s taking up the full screen. With Retargeting ads on social media, you might have more ad creatives where you’re showing off testimonials and things of that nature. Since Display ads aren’t going to get the same kind of attention, it’s possible that these testimonial type ads won’t work as well as someone may not want to stop reading what they are reading on a website to read a testimonial. But, if your display ad on the other hand was providing a much more clear statement on how you can help them (similar to what our cold audience ads looked like in social media), this type of ad could possibly be better at getting peoples’ attention. So, this is something that you may want to test out as display ads just don’t get the same amount of attention typically given that they aren’t full screen ads like on social media. 

Typically I see display ads work better when they are more straightforward as to what the company does or a “limited time offer” type of an ad rather than testimonial type display ads. However, you of course can test these against one another and see which one performs best for your particular company. 

If you’re going the route of making your ad straight forward as to what you help with, then your ad will usually be comprised of 2 things in your ad creative: 

  1. Stating what your company does 
    • For example: Digital Marketing Agency
  2. Stating your Unique Selling Proposition (USP) 
    • For Example: We’ll 2x your ROAS within 2 months or your money back

Why is it so important that you are abundantly clear what your company does? 

  • Remember, you’re going to get charged every time someone clicks your ad. So, you don’t want to waste your budget on people clicking your ad not knowing for sure what your company does as then they’ll just get to your landing page and realize that this isn’t what they want and leave. That’s wasted money.

Why is it so important that you include your USP in your ad? 

  • This is what’s going to get people interested so that they actually want to click your ad. If your ad just states that you’re a Digital Marketing Agency, well, this doesn’t really make you seem special one bit compared to all the other Digital Marketing Agency ads people are seeing. If you don’t say anything unique about your company that makes people interested in you, then you’re going to have a low click-through-rate (CTR). And if you have a low CTR, the algorithm is going to think people don’t like your ads so they are going to charge you more per click in order to show your ads as the algorithm wants to prioritize showing things (including ads) that people like over showing them things (including ads) that people don’t like to ensure their platform users have as good of an experience as possible.
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Your Headline section of your Display ad (30 characters max)

The headline is the first line of your ad and can be up to 30 characters. You’ll be able to add up to 3 headlines for Google to choose from that will be combined with your other assets to generate your ads. The length of the rendered headline will depend on the site it appears on. If it’s shortened, it will end with an ellipsis.

What to write in this section of your ad: 

  • Once again, look at what your competition is doing as this will give you guidance for your target audience. 

Use this space to help further incentivize people to click your ad. This could be a good place to create a sense of urgency or show social proof to help further incentivize people to want to click your ad. 

  • For example: 
    • 500+ Reviews 👉
    • Helped 500+ Businesses Grow 📈
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Your Long Headline section of your Display ad (90 characters max)

Use this section to describe your brand or product’s value proposition. Try and come up with something that will be interesting and useful to users. Depending on where your ad is served, your long headline may be shown without the additional description text.

You’ll put in something similar to what you have for your Headline section except here, you’ll be able to use 90 characters instead of just 30. 

  • For example: 
    • Digital Marketing Agency That’ll Grow Your Company In Just 2 months: 500+ Reviews 👉
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Your Description section of your Display ad (90 characters max)

The description adds to the headline and provides additional context or details. It can be up to 90 characters, and may appear after the headline. You’ll be able to add up to 5 descriptions that will be combined with any one of your headlines to generate your ads. The length of the rendered description will depend on the site it appears on. If it’s shortened, it will end with an ellipsis. The description doesn’t show in all sizes and formats.

What to write in this section of your ad: 

  • Once again, look at what your competition is doing as this will give you guidance for your target audience. 
  • A few general best practices to keep in mind for this section: 
    • Clear and Concise Message: 
      • Try to get right to the point as to who your company helps and how in as few of words as possible
    • Focus on Results: 
      • Whether it’s “Get clients faster”, “Grow your business faster”, “Get 2x better ROAS” etc. Results are what people care about so it usually helps if your Description starts off with language like this before elaborating on how your company will help them with your service or product
    • Highlight Benefits: 
      • You can use this section to elaborate on things further from what’s in your image to hopefully give you a little extra help in incentivizing people to click on your ad to check out your company. 
    • Phrase Things From a Helpful Standpoint
      • You should never phrase things so that you’re just saying how great your company is. Instead, phrase everything so that you’re talking about how you help the viewer of your ad. 
        • For example (don’t use these are these aren’t what a full Description section should look like as I’m just illustrating a point (and these go over the 90 character limit)): 
          • Bad: We’re the best digital marketing agency because we: 
            1. Analyze your competition
            2. Create an omnipresent marketing campaign for you
            3. Optimize your performance until you’re getting a 3x Return on Ad Spend.
          • Good: Our Digital Marketing Agency will help you grow your business 2x faster Guaranteed with our 3 step approach where we’ll: 
            1. Analyze your competition
            2. Create an omnipresent marketing campaign for you
            3. Optimize your performance until you’re getting a 3x Return on Ad Spend.
        • Yes, these sound similar but the “Good” example will likely get better results as it’s focused on how it’s going to help the customer and is phrased that way which sits better with people than the “Bad” example that’s focused on why their company is great. 
    • You Can Create Urgency or FOMO: 
      • You can incorporate language that creates a sense of urgency or fear of missing out (FOMO) to prompt immediate action. Limited-time offers, exclusive deals, or low-stock alerts can drive urgency. 
    • Test and Iterate: 
      • It’s always a good idea to have a few variations of Descriptions in there as Google will be trying each one out and will optimize around which one is getting the best results for you so that one starts showing more. 
    • Avoid Clickbait: 
      • While it’s important to grab attention, avoid using clickbait or misleading language as this will erode trust with your audience. Be honest and transparent about what your ad is offering. At the end of the day, you don’t want people clicking your ad (which charges you money) only to get to your landing page and for them to realize this isn’t what they want as they’ll then just leave which is a waste of money for you. So, I know you want to make your ad stand out, but it doesn’t do you any good to get people to click if they are all just going to feel misled once they get to your landing page as your goal is to get people to convert into customers and this of course won’t achieve that. 
    •  
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Your CTA section of your ad

Google will give you options that you can choose such as: Apply Now, Contact Us, Visit Site etc.

Recap: Here are the sections you’ll work on in creating your Google Display Retargeting Ad Campaign

You can put the content you create for this assignment in the same PPC Practice Assignment spreadsheet as your other PPC Practice Assignments so you can keep all your practice assignments in 1 place.  

Step 1: Do Your Competitor Research

  • Fill in all the Competitor sections in the same PPC Practice Assignment spreadsheet you’ve been using for all your PPC Practice Assignments (Tab: PPC #3 Retargeting Display Ad) and then you can add a screenshot of your competitors’ Display Ads here in your “Retargeting Display Ads Document” (make a copy of this document so you can edit). You will be using these display ads as guidance to make your own display ads. I recommend using the same PPC Practice Assignment Spreadsheet you’ve used for the other PPC practice assignments so you have all your PPC stuff in 1 place. 

Step 2: Create Your Audience Segments For Who You Want Your Retargeting Ad To Be Shown To

  • State who you will Include/retarget in this campaign’s audience based on the guidance above and insert this info into the same PPC Practice Assignment spreadsheet you’ve been using (Tab: PPC #3 Retargeting Display Ad)

Step 3: Create Your Display Ad

  1. Create and design your ad based on the above guidance preferably using Canva.com (or you can just use the social media ad you created in the earlier practice assignment if you’d like). This can be either an image ad or a video ad (your choice). Please note that you will typically create multiple ad creatives per ad group and once you see which ad creative is performing best based on data, you’ll get rid of the others. For this assignment, you can just create 1 ad creative for this ad group but feel free to create multiple variations of your ad creative if you’d like and add them to the bottom of your  “Retargeting Display Ads Document”. When you have finished creating your Retargeting Display Ad, you can check out what I’ve created for this campaign here in the “Joseph’s Retargeting Display Ad Document” so you can compare what you’ve made to mine. 
  2. State what your Headline section will say based on the above guidance and add this to your PPC Practice Assignment spreadsheet. You can use a max of 30 characters for this section.
  3. State what your Long Headline section of your ad will say based on the above guidance and add this to your PPC Practice Assignment spreadsheet. You can use a max of 90 characters for this section. 
  4. State what your Description section of your ad will say based on the above guidance and add this to your PPC Practice Assignment spreadsheet. You can use a max of 90 characters for this section.
  5. State what CTA you will use from Google’s options and add this to your PPC Practice Assignment spreadsheet. Please choose between: Apply Now, Learn More, Contact Us, Visit Site.

    If you want to see what I’ve created for each of these sections so you can compare and contrast what you’ve done, you can check out the tab titled “
    PPC #3: Joseph’s Answer” which can be found all the way to the right of your PPC Practice Assignment Spreadsheet. 
  6.  

That’s pretty much it. That’s how you create a Google Display Ad Retargeting campaign. Remember, retargeting ads and remarketing (email marketing) are an incredibly important part of getting people to turn into customers. People typically don’t convert into customers the very first time they visit your website. So it is your job to make sure your company can keep getting back in front of these people over and over again through retargeting ads on social media, retargeting ads on Google’s Display Network and by remarketing them with email marketing in order to give your company multiple chances to get these people to convert and make them feel more and more comfortable with the idea of becoming a customer. Now you obviously don’t have to do all 3 of the retargeting/remarketing things I just mentioned, but, the more you do in this regard, often the better as you’re giving yourself more and more opportunities with these interested people. 

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